This is an online cross-sectional experimental survey study examining two cancer communication questions: 1) What features of social media messages communicating the breast cancer risks from alcohol consumption will motivate young adult women to drink less? and 2) Do message features differ in their persuasive effects based on young adult women's alcohol consumption behavior?
Assigned female at birth
Age 18-25
Report drinking alcohol at least once in the past 30 days
Registered in the United States as a member of the Prolific consumer research platform
Assigned male at birth
Ages <18 or >25
Do not report drinking alcohol at least once in the past 30 days
Not registered in the U.S. as a member of the Prolific consumer research platform
Parallel
Risk Message
BehavioralRisk message content
Efficacy Message
BehavioralEfficacy Message Content
Industry Deception
BehavioralMessages with information about alcohol industry deception
YAW Susceptibility
BehavioralMessage content with information about why young adult women are susceptible to breast cancer risk from alcohol consumption
Mechanisms
BehavioralMessage content with information about the mechanism by which alcohol contributes to increased breast cancer risk
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Treatment groupsSee each treatment group below.
Message Perceptions
We will assess message perceptions using a valid, reliable measure with six questions about whether participants thought the messages were worth remembering, grabbed their attention, and were informative, powerful, convincing, and meaningful. Responses are on a five-point Likert scale from 1 (Strongly disagree) to 5 (Strongly agree). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
Effect Perceptions
We will capture message effects perceptions using the abbreviated effects perceptions scale. Items include questions about how much the messages made them feel discouraged to drink alcohol, concerned about drinking alcohol, and made them feel that drinking alcohol is unpleasant on a scale from 1 (Strongly disagree) to 5 (Strongly agree). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
Emotional Response
We will capture emotional responses to the messages using a valid, four item scale. Items are "This message made me angry; irritated; aggravated; and annoyed" with responses on a 5-point Likert scale from 1 (Not likely at all) to 5 (Extremely likely). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
Counter-arguing
We will capture counter-arguing, a measure of whether participants cognitively refute messages, with a valid, three item scale that captures whether participants criticize messages, think of points that go against messages, and are skeptical of the messages. Responses are on a 5-point Likert scale ranging from 1 (Not at all) to 7 (Very much). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Lower values are considered a better outcome.
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Ohio State University Comprehensive Cancer Center
Lead sponsor
National Cancer Institute (NCI)
Collaborator
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